The partnership, described by both companies as a strategic upgrade, aims to elevate the AMVCAs—the continent’s premier celebration of film and television excellence—into a more premium and culturally resonant experience. The 2026 edition will debut as the Don Julio AMVCAs, signaling a bold reimagining of the awards platform.
Speaking on the collaboration, Atinuke Babatunde, Executive Head of Content and Channels at MultiChoice, highlighted the alignment of values between the brand and the awards. “The AMVCAs has always celebrated the best of African film and television. As we step into this new era, Don Julio brings a spirit of global excellence that perfectly mirrors the artistry of our filmmakers, actors, and storytellers. Together, we are reimagining what it means to honour African talent,” Babatunde said.
Anne Joy Michira-Muhoro, Marketing Director for Diageo South, West, and Central Africa, echoed the sentiment, emphasizing the brand’s commitment to celebrating homegrown talent. “Don Julio is proud to partner with Africa Magic to celebrate our home-grown talent who continue to inspire Africa and the world with unforgettable stories, exceptional performances, and masterful filmmaking. Globally, Don Julio prides itself on authenticity, craftsmanship, and a creative fire that elevates. It is that same trailblazing spirit and ‘por amor’ ethos that inspires Don Julio’s toast to an enduring partnership with the AMVCAs. The 12th AMVCAs will undoubtedly be a landmark moment and the start of a memorable journey with Don Julio,” she said.
Organizers are confident that the transition from Amstel Malta to Don Julio will mark a significant upgrade for the event, promising a more premium, culturally attuned, and unforgettable celebration of African creativity. As the AMVCAs continue to spotlight the continent’s brightest talents, the introduction of Don Julio as headline sponsor signals an exciting new chapter for the awards and for African film and television.